The problem we were asked to solve for Mount Pleasant Group (one of Canada's most prominent cemeteries) was a tricky one. People don't like talking about their own death – much less planning for it. Our work needed to find a way to start this delicate conversation without scaring people off. So we created a campaign about life.
Working with Academy Award-nominated documentary filmmaker Hubert Davis, we created The Art of Saying Goodbye – a series of shorts that explored the emotional journey of real life people pondering the end and reflecting on their legacies. Website: http://artofsayinggoodbye.com/
Digital advertisement created by Crispin Porter + Bogusky, Canada for Mount Pleasant Group, within the category: Professional Services.